eDriving CEO Celia Stokes appeared on ForbesBooks’ Jan. 9 podcast to discuss the 7 stages of distracted-driving denial most of us continue to experience, and also how distracted-related road risk is getting worse, not better. Citing cognitive science research and data, she discusses how we can eliminate 94% of road collisions with a few simple changes in common driving habits.

“Society has to change its normalization of the current state,” Stokes said. “That means we start in the pockets of society, with families and corporations, to continue to have this conversation…. The ways in which we are rewiring our brains is really affecting what’s happening in the car.”